PHOTO: Beyoncé Is the New Face of H&M

03/21/2013 at 11:39 AM ET

Beyonce H&M campaignCourtesy H&M

We’ve had our share of H&M excitement around the PEOPLE StyleWatch offices — from the sexy spokesmodels to the designer collaborations to the very famous fans. But this news, combining all three into one, blows those out of the water.

Beyoncé has signed on to be the line’s newest face, something that’s been buzzed about since she was snapped on a shoot back in January. The photos, shot in the Bahamas, show the star looking especially sultry, wearing flowers in her hair and cute, summery clothes.

PHOTOS: See more celebrity ad campaigns here!

And true to her Type A personality, the star had a hand in designing the looks in the summer collection, including a body-con dress, high-slit maxi, sleeveless top and swimwear. Her new track “Standing On the Sun” will be heard in the ads, which “felt more like making a video than a commercial,” Beyoncé said in a statement.

The already enormous affordable-fashion empire has been raising its profile even further recently, from shooting Guy Ritchie-directed ads to making appearances at the Oscars, and we have a feeling a collaboration with Beyoncé is only going to make 2013 even bigger for H&M.

Look for “Beyoncé as Mrs. Carter in H&M” ads to pop up soon, with the full collection to hit stores in May. Tell us: What do you think of H&M’s new face?

–Alex Apatoff

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Showing 70 comments

Fatima on

mehhh…

Linda on

Wow…what happened to the other half of her? That some serious “photoshop” goin’ on there! I can’t stand her and I like even less (if that’s possible) since that new song of hers came out…”Bow down B*tches”. She’s pathetic!

AGREE on

She has lost me as a fan after “BOW DOWN B*%&”

GOD is the only one worthy of bowing down to…, GO AWAY Beyonce!!!

Guestav on

She’s overexposed at this point. Would like to see her take a break, take that weave out of her hair and loosen up a bit. Acting glamorous all the time is just plain silly, especially when you’re a Mom. Ditto that message to JLO.

me on

overrated

keilanisma on

beautiful shot! She looks stunning.

kim on

shes not my fave celebrity by far, but she looks great here…

Essence on

I’m excited about the new collection because I’ve opened H&M stores back in the day but I do agree with you all. I’m kinda of sick of her. This is kinda like the late 90’s to early 2000’s when JLO was all over the place. Enough already

R2D2 on

Seriously, there’s no one else in the world that can show off H&M? Over-exposed celebrities are so annoying. It’s especially odd to have a celebrity spokesperson who you know would never wear your clothes. 1) She has her own line. 2) She’s all about pricey, exclusive, label rich clothing. She would never wear H&M unless contractually obligated.

Morgan on

Gotta admit.. this shot is pretty incredible.

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